Brüsh
Visual identity and packaging
BRÜSH is a fictional branding project exploring a new approach to oral care. Today, oral care products are often treated as purely functional objects, associated with medical or generic visual codes. By contrast, skincare has developed a more sensory, minimal and desirable aesthetic.
The project starts from this observation and proposes to reposition dental hygiene with the same visual and emotional standards as skincare. BRÜSH’s identity is built on a clean, contemporary direction combining restrained palettes, sober typography and natural materials.
The products are treated as genuine care objects, with particular attention paid to textures, gestures and the user experience. The project results in the creation of a brand and a complete range including toothbrushes, toothpastes and mouthwashes.
The identity unfolds through packaging, product visuals and an image system alternating packshots, materials and moments of use to build a coherent universe where oral care becomes a daily care ritual.
The images were generated with artificial intelligence tools and then refined through retouching to build a coherent and credible universe. This hybrid approach made it possible to explore different compositions and situations quickly while keeping creative control over the final result.